LEGO “Play Is Your Superpower” New York City and Los Angeles Projection Mapping Campaign

Rapport’s Impact and National Experiential powered by Groove Jones joined forces with LEGO to deliver a jaw-dropping dose of WOW to their latest “Play Is Your Superpower” OOH campaign event. Together, we brought LEGO’s vibrant world to life with two epic, larger-than-life animated video projections. These immersive experiences captivated audiences at not just one but TWO iconic US landmarks: the historic Vanderbilt Hall in New York City’s Grand Central Station and the showstopping 136-foot-tall Ovation Archway in Hollywood, California.

The National Experiential & Groove Jones teams pulled out all the stops, crafting a visual feast that transformed these venues into dynamic playgrounds of color, movement, and storytelling. It wasn’t just advertising—it was a moment audiences will never forget! 🦸‍♂️✨

The perfectly mapped content aligns with LEGO’s playful, imaginative brand while seamlessly integrating with the unique architecture of the two venues. The animations are projected on a large scale, making precision and quality key factors in these productions. Each piece of content runs approximately two minutes, and multiple 4K laser projectors were used to display the 3D animated shorts.

New York City Grand Central Station Experience

At Vanderbilt Hall in New York City, we created a captivating immersive experience projected onto three separate walls.

The setup featured the primary grand central wall flanked by two smaller side projections designed to merge seamlessly, forming a continuous and immersive visual canvas.

The sequence begins with a LEGO figure breaking through building tiles, revealing a hidden LEGO world beneath. As the tiles fall away, another LEGO minifig operates a bulldozer, clearing the debris. 

The narrative then shifts to a heroic scene where a LEGO Adventure Kid minifig battles crocodiles. Next, it transitions to an aerial obstacle course, where a LEGO Social Kid minifig dodges attacks from a wizard.

Further scenes include a safari landscape, where the LEGO Animal Kid minifig observes various Duplo animals roaming through mountainous terrain, followed by a futuristic space scenario featuring a transforming LEGO Space Kid minifig evading green aliens. 

The experience concludes with the message “Play is your Power,” as the LEGO bricks restack, reinforcing the theme of creativity and adventure.

Los Angeles Loews Ovation Hollywood Experience

At Loews Ovation Hollywood in Los Angeles, the immersive LEGO experience kicks off with the iconic phrase, “Play is your Superpower.” The projection transitions to showcase an apartment building where various LEGO characters appear in windows, each window revealing a unique scene.

A playful LEGO monkey climbs between the windows, curiously observing the different scenarios unfolding within them. As the monkey departs the screen, gripping onto a LEGO plane, the apartment windows transform into a vibrant race car race. 

Supporting “Play is Your Superpower,” OOH digital billboards appeared around the Loves Ovation shopping center to support the campaign.

Our Approach

To ensure the best possible outcome for this dual-location activation, Groove Jones applied a structured production process that included:

Storyboarding & Concept Development: We worked from the client’s storyboards that captured LEGO’s vision for the event. This step allowed us to outline a creative direction that seamlessly blended 3D CGI animation with the architectural nuances of Vanderbilt Hall and Lowes Ovation Hollywood).

3D CGI, Animation, and Visual Effects: Our production team focused on building intricate, LEGO-themed animations using 3D CGI techniques. From character movements to environmental effects, every element was designed to interact with the venue’s unique architecture, creating a fully immersive experience for attendees.

Sound Design: We incorporated music and sound effects to enhance and complement the visuals, ensuring a cohesive sensory and very “Lego” experience.

Technical Precision: Mastered at 4K resolution with 24 frames per second, each video was tailored to fit the projection surfaces at the two locations. Our team also utilized LIDAR scans of the venues provided by National Experiential, which allowed us to map the animations precisely onto the physical structures. National Experiential utilized multiple 4K Laser projectors at both installations, which enabled the experience to come to life.

Results – Social Share Moments

The dynamic, 3D animated videos vividly brought LEGO’s imaginative world to life, captivating audiences with an engaging and immersive experience that generated substantial buzz for the brand. Each playful sequence at the locations was crafted to spark imagination and creativity, perfectly capturing the essence of LEGO’s campaign.

Groove Jones utilized advanced 3D animation and precise projection mapping to transform two iconic venues into immersive, interactive showcases of creativity and fun, bringing LEGO’s vision to life.

We worked with National Experiential, which provided the logistics and projection mapping AV setup. https://www.nationalexperiential.com/